If you have any question about how serious Rockstar is about marketing Grand Theft Auto 6, you should put those questions to rest. The studio just spent $975,000 for a Vice City sign as we sit just under two months away from the largest and most highly anticipated video game release in history. The story isn’t just about the sign. It’s also about where in the city it sits. Let’s talk GTA 6.

The Vice City Sign, by the Numbers

The sign sits on the roof of the Kaseya Center, home of the Miami Heat, angled at planes descending into Miami International and at cameras during arena broadcasts. The price is the other half of the story. At $975,000 it lands $25,000 under the threshold that would have forced a Miami-Dade commission vote, so Mayor Daniella Levine Cava approved it alone.

What the County Said No To

Not everything Rockstar pitched cleared. August discussions reportedly included events and a takeover of Miami International Airport rebranded as “Vice City Airport.” The Miami Sheriff declined, citing the game’s depiction of violence against law enforcement. Miami Beach turned down other proposals. The city of Miami moved ahead, with commissioners voting to permit oversized promotional banners.

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I’ve been covering video games for more than 15 years, but I’ve never written or spoken about a title so big that the conversation around it is almost intimidating to engage with on a daily basis. The game and everything around it is so large that it makes it tough to know what to talk about regularly. Then again, there’s always some level of a conversation. The next thing to watch for as we move closer to November 19 is even more gameplay beyond the extended look. We could still see more of the map and perhaps even a preview of what GTA Online will look like once it becomes a reality.

Believe it or not, despite the fact that the game and the few details we know have been discussed every possible way, we’re only just beginning the journey this title will take us on.